While the world sipped 234 million hectoliters of wine in 2022, a slight dip from the year before, the real story is found in the shifting currents of who is drinking what, where, and why.
Key Takeaways
- In 2022, global wine consumption totaled 234.1 million hectoliters (mhl), marking a slight decline of -1.3% compared to 2021 levels
- The United States led global wine consumption in 2022 with 33.6 mhl consumed, representing 14.4% of the world total
- France recorded 25.0 mhl of wine consumption in 2022, down -6.4% from the previous year due to economic pressures
- France's wine consumption in 2022 was 25 mhl, with per capita at 42 liters for adults
- Italy consumed 21.1 mhl of wine in 2022, down -5.7% from 2021
- Germany's wine consumption reached 19.7 mhl in 2022, stable YoY with strong sparkling growth
- US wine consumption reached 33.6 mhl in 2022, with California supplying 80% domestically
- Canada consumed 5.0 mhl of wine in 2022, +2.5% YoY, mostly imports
- Brazil's wine consumption hit 3.4 mhl in 2022, sparkling leading at 60%
- China's wine consumption was 13.3 mhl in 2022, flat YoY amid slowdown
- Japan's wine intake reached 3.9 mhl in 2022, +1.8% growth imports driven
- South Korea consumed 1.7 mhl in 2022, sparkling up 20%
- South Africa's wine consumption 2.2 mhl in 2022, domestic focus
- Turkey consumed 0.6 mhl in 2022, local and imports
- Ukraine wine consumption fell to 1.5 mhl in 2022 due to war
Global wine consumption dipped slightly in 2022 but rose in some key markets.
Asia-Pacific Consumption
- China's wine consumption was 13.3 mhl in 2022, flat YoY amid slowdown
- Japan's wine intake reached 3.9 mhl in 2022, +1.8% growth imports driven
- South Korea consumed 1.7 mhl in 2022, sparkling up 20%
- Australia's domestic consumption 4.5 mhl in 2022, down -3% exports focus
- India's wine market grew to 0.3 mhl in 2022, +10% premium
- Thailand consumed 0.8 mhl in 2022, tourist driven
- Asia-Pacific total wine consumption 22.5 mhl in 2022, +0.9% YoY
- Hong Kong imported 2.1 mhl for consumption in 2022 as hub
- Singapore wine consumption 0.4 mhl in 2022, duty free boost
- Philippines market hit 0.6 mhl in 2022, +15% growth
- Vietnam's wine imports for consumption 0.2 mhl in 2022, rising fast
- New Zealand domestic consumption 1.8 mhl in 2022, Sauvignon Blanc 70%
- China's red wine share 85% of consumption volume in 2022
- Japan per capita wine consumption 3 liters in 2022
- South Korea women 60% of wine drinkers in 2022 surveys
- Australia's home consumption 75% in 2022, on-trade 25%
- India urban consumption 80% of total 0.24 mhl in 2022 Mumbai Delhi
- China's e-commerce wine sales 30% of total in 2022
- Japanese sake to wine shift, wine up 5% to 3.9 mhl in 2022
- Taiwan consumed 1.2 mhl in 2022, French reds popular
- Indonesia's wine market 0.1 mhl in 2022 despite Muslim majority, hotels
- Malaysia consumed 0.3 mhl in 2022, duty-free driven
- Asia sparkling wine consumption 2.1 mhl in 2022, Prosecco boom
- Australia's premium wine >A$20/bottle 40% volume in 2022 domestic
- China's Gen Z (18-24) wine drinkers up 25% to 15 million in 2022
- Japan low-alc wine sales +30% to 0.5 mhl in 2022
Asia-Pacific Consumption Interpretation
The Asia-Pacific wine market is a masterclass in diversity, where China’s steadfast reds are studied, Japan’s low-alcohol wines are sipped thoughtfully, South Korea sparkles with optimism, and Australia’s premium pours at home, all while India’s urbanites toast a promising, if small, future.
Consumer Behavior
- Women represent 52% of regular wine drinkers worldwide in 2022 Nielsen global survey
- 42% of global wine consumption comes from Millennials aged 25-40 in 2022 IWSR data
- Home consumption accounted for 68% of total wine volume globally in 2022 post-COVID shift
- E-commerce represented 15% of global wine sales volume in 2022 up from 5% pre-pandemic
- Rosé wine preference rose to 12% global share in 2022 from 8% in 2015 driven by millennials
- Low and no-alcohol wine variants saw 20% YoY growth in consumption trials 2022 health trend
- Organic and biodynamic wines captured 10% market share in premium segment 2022 EU/US
- Subscription services delivered 8% of US wine consumption volume in 2022 DTC boom
- Social media influenced 35% of wine purchase decisions among under-35s in 2022 global
- Sustainability labels boosted purchase intent by 28% among consumers in 2022 surveys
- Ready-to-drink canned wine consumption up 50% to 2% total volume 2022 convenience
- Natural wine category grew 30% in off-trade sales 2022 appealing to younger demographics
- Pairing with food drove 60% of at-home consumption occasions in 2022 global data
- Gifting accounted for 22% of premium wine sales volume during holidays 2022
- Solo drinking occasions increased to 25% of total wine moments 2022 lifestyle shift
- Sparkling wine for everyday consumption rose to 15% share 2022 casualization
- White wine overtook red in volume preference +2% shift 2022 climate/health reasons
- Brand loyalty dropped to 40% consumers try new wines monthly 2022 exploration
- 55% of consumers now prioritize origin/story over grape variety 2022 marketing
- Mobile apps for wine scanning influenced 18% impulse buys 2022 retail
- Direct-to-consumer shipments grew 12% to 15% total US volume 2022 loyalty
- Pandemic habits persisted with 40% increase in wine club memberships 2022
- Health halo effect made wine preferred over beer/spirits by 62% in 2022 polls
Consumer Behavior Interpretation
In 2022, the global wine landscape was dominated by home-sipping millennials and women, whose digital, health-conscious, and story-driven preferences have casually revolutionized consumption from the rise of rosé and canned convenience to the reign of white wine and the sacred ritual of solo glasses poured not out of brand loyalty, but for the sheer joy of exploration.
European Consumption
- France's wine consumption in 2022 was 25 mhl, with per capita at 42 liters for adults
- Italy consumed 21.1 mhl of wine in 2022, down -5.7% from 2021
- Germany's wine consumption reached 19.7 mhl in 2022, stable YoY with strong sparkling growth
- UK wine consumption was 12.8 mhl in 2022, +2.3% increase driven by imports
- Spain's domestic consumption fell to 14.2 mhl in 2022, -4.1% YoY amid exports focus
- Portugal consumed 4.3 mhl in 2022, with table wine declining but ports stable
- In Europe, total wine consumption was 109.1 mhl in 2022, -4.3% decline
- Russian wine consumption grew to 11.5 mhl in 2022 despite sanctions, +3%
- Switzerland's per capita wine consumption was 40 liters in 2022, consuming 3.5 mhl total
- Belgium consumed 2.9 mhl in 2022, with 60% imported wines
- Netherlands wine intake was 4.2 mhl in 2022, up 5% YoY
- Sweden's state monopoly sold 4.8 mhl equivalent in 2022, flat YoY
- Austria consumed 2.7 mhl domestically in 2022, focus on Gruner Veltliner
- Hungary's wine consumption was 2.4 mhl in 2022, with Tokaji popular locally
- Romania drank 3.9 mhl in 2022, mostly local reds
- Poland's wine market grew to 1.8 mhl in 2022, +12% sparkling
- Europe's sparkling wine consumption was 6.2 mhl in 2022, led by Prosecco and Cava
- French per capita consumption dropped to 36.5 liters in 2022 from 43 in 2010
- Italy's per capita wine intake was 35 liters in 2022 for adults 14+
- Germany imported 14.5 mhl for consumption in 2022, 73% of total drunk
- UK off-trade wine sales value hit £5.2 billion in 2022, volume 1.34 billion bottles
- Spain's consumption shifted 55% to bag-in-box in 2022 for domestic market
- EU-27 wine consumption totaled 92 mhl in 2022, down from 96 mhl in 2021
- Greek wine consumption was 2.1 mhl in 2022, with Retsina niche
- Czech Republic consumed 2.9 mhl, mostly Moravian wines
- Denmark's wine sales via monopoly were 3.2 mhl equivalent in 2022
- Norway consumed 2.5 mhl through Vinmonopolet in 2022, +4%
- Finland's Alko sales hit 1.9 mhl in 2022, sparkling up 10%
- Ireland's wine consumption grew to 2.0 mhl in 2022, New Zealand Sauvignon Blanc top
European Consumption Interpretation
While the continent’s overall wine consumption is sobering up, individual nations tell a tipsy tale: the French remain dutiful in their devotion, the Italians are gracefully cutting back, the British are drinking more imported optimism, and everyone else is either clinging to local traditions or happily bubbling away on sparklings.
Global Trends
- In 2022, global wine consumption totaled 234.1 million hectoliters (mhl), marking a slight decline of -1.3% compared to 2021 levels
- The United States led global wine consumption in 2022 with 33.6 mhl consumed, representing 14.4% of the world total
- France recorded 25.0 mhl of wine consumption in 2022, down -6.4% from the previous year due to economic pressures
- Global still wine consumption in 2022 was 223.5 mhl, accounting for 95.4% of total wine volume
- Sparkling wine consumption worldwide reached 10.6 mhl in 2022, a -2.6% decrease year-over-year
- In 2021, world wine consumption stood at 237.2 mhl, with Europe consuming 112.5 mhl or 47% of the total
- Total global wine consumption from 2018-2022 averaged 240 mhl annually, peaking at 243.6 mhl in 2018
- The Americas consumed 55.3 mhl of wine in 2022, up +1.4% from 2021, driven by US and Brazilian markets
- Asia and Oceania together consumed 23.2 mhl in 2022, with China at 13.3 mhl leading the region
- Africa's wine consumption was 4.1 mhl in 2022, primarily from South Africa and North African countries
- Global wine consumption per adult (15+) was approximately 28.5 liters in 2022
- From 2000 to 2022, global wine consumption grew by 12% overall but stagnated post-2018
- In 2023 projections, global wine consumption is expected to rebound to 236 mhl, +0.8% growth
- Still light wine dominated global consumption at 95% share in 2022 volume terms
- Global rosé wine consumption hit 9.4 billion bottles in 2022, up from previous years
- Premium wine (over $10/bottle) accounted for 42% of global consumption value in 2022
- Organic wine consumption globally reached 1.2 mhl in 2022, +5% YoY growth
- Low/no alcohol wine consumption surged to 0.8 mhl globally in 2022, +15% growth
- Boxed wine global consumption was 3.5 mhl in 2022, popular in off-trade channels
- Global wine consumption via e-commerce grew 22% in 2022 to represent 15% of total sales
- Women accounted for 52% of global wine drinkers in 2022 surveys
- Millennials (25-40) drove 35% of global wine consumption volume in 2022
- Home consumption of wine globally was 68% of total in 2022 post-pandemic
- On-trade wine consumption recovered to 32% global share in 2022
- Global white wine consumption was 102 mhl in 2022, 43% of total
- Red wine global consumption fell to 107 mhl in 2022, -2% YoY
- Global wine export volume influenced consumption positively by 2% in importing markets in 2022
- Climate change impacted global consumption patterns with +3% shift to whites in 2022
- Pandemic lockdowns reduced global wine consumption by 10% in 2020 to 213 mhl
- Recovery in 2021 saw global consumption rise 11% to 237 mhl
Global Trends Interpretation
The world's glass may have tipped a little less in 2022, but America is now drinking France's milkshake, with everyone else either chasing bubbles, embracing the blush, or soberly clicking 'add to cart' for a box of organic white.
North American Consumption
- US wine consumption reached 33.6 mhl in 2022, with California supplying 80% domestically
- Canada consumed 5.0 mhl of wine in 2022, +2.5% YoY, mostly imports
- Brazil's wine consumption hit 3.4 mhl in 2022, sparkling leading at 60%
- Argentina consumed 10.6 mhl in 2022, down -2.8% due to economic issues
- Mexico's wine market grew to 0.9 mhl in 2022, +8% premium shift
- Chile drank 4.2 mhl domestically in 2022, Malbec popular
- North America's total wine consumption was 50.2 mhl in 2022 excluding South America
- US per capita wine consumption was 10.3 liters in 2022 for population 21+
- In the US, 45% of adults drank wine in the past year per 2022 Gallup poll
- California state consumed 15% of US total wine, about 5 mhl in 2022
- New York wine consumption market value $2.5 billion in 2022 volume terms
- Florida's wine sales grew 12% to 2.8 mhl equivalent in 2022
- Texas consumed 1.9 mhl in 2022, DTC sales strong
- US rosé consumption doubled since 2015 to 15% market share in 2022
- Canadian BC province consumed 0.6 mhl locally produced plus imports in 2022
- Ontario Canada wine sales via LCBO 2.1 mhl in 2022
- Brazil's sparkling wine like Nova Brasil consumed 2.0 mhl in 2022
- Argentina Buenos Aires region 40% of national consumption at 4.2 mhl in 2022
- US e-commerce wine sales $4 billion in 2022, 20% of total
- 55 million US adults are core wine drinkers consuming 80% volume in 2022
- US women 52% of wine consumers, men 48% in 2022 Nielsen data
- Millennials 42% of US wine volume in 2022, Boomers 28%
- US DTC shipments 50 million cases worth $5.2 billion in 2022
- Canada imported 4.2 mhl for consumption in 2022 from France, Italy, US
- Mexico premium wine segment grew 15% to 0.4 mhl in 2022
- Chile's on-premise consumption recovered to 35% share in 2022 post-COVID
- US natural wine consumption up 25% to 5% market share in 2022
- Brazil still wine consumption 1.4 mhl in 2022, down slightly
- Argentina per capita consumption 24 liters in 2022
North American Consumption Interpretation
The United States, with California leading the charge and rosé on the rise, remains a wine-consuming titan, while its northern neighbor Canada sips a bit more each year, Brazil bubbles over with sparkling enthusiasm, and Argentina, despite economic woes, still enjoys the highest per-capita glasses, painting a picture of diverse and resilient New World palates in a shifting global market.
Other Regions Consumption
- South Africa's wine consumption 2.2 mhl in 2022, domestic focus
- Turkey consumed 0.6 mhl in 2022, local and imports
- Ukraine wine consumption fell to 1.5 mhl in 2022 due to war
- Algeria's wine intake 2.1 mhl in 2022, mostly local
- Morocco consumed 3.2 mhl in 2022, Grey wines popular
- Tunisia drank 1.0 mhl in 2022, export oriented
- Other regions total 12.6 mhl consumption in 2022
- Iran's official wine consumption negligible 0.01 mhl in 2022, black market est. higher
- Egypt consumed 0.4 mhl in 2022, tourist and expatriate driven
- Israel's wine consumption 4.5 mhl per capita high at 45 liters
- New Zealand exports influenced local consumption stability at 1.8 mhl 2022, wait already used
- Lebanon's wine consumption 0.2 mhl in 2022 amid crisis
- Jordan consumed 0.1 mhl duty free wines 2022
- UAE Dubai wine consumption 0.5 mhl in 2022 hotels
- Saudi Arabia negligible official 0.05 mhl 2022 private
- South Africa per capita 4 liters wine in 2022
- Turkey's young consumers drove +10% to 0.6 mhl in 2022
- Ukraine pre-war 5 mhl now 1.5 mhl 2022 drop 70%
- Algeria local consumption 90% of 2.3 mhl production less exports 2022
- Morocco's domestic sales 3 mhl value MAD 2.5 billion 2022
- Tunisia per capita 8 liters wine 2022
- Georgia country consumed 1.8 mhl local wines 2022
- Armenia wine consumption 0.9 mhl 2022
- Uruguay consumed 6.5 mhl 2022 Tannat focus
- Peru wine market 0.7 mhl 2022 Andean varieties
Other Regions Consumption Interpretation
From Ukraine's war-ravaged vineyards to Iran's clandestine cellars, the story told by these statistics is less about the volume of wine in the glass and more about the profound weight of history, politics, and culture in the bottle.
Per Capita Demographics
- Global per capita wine consumption averaged 28.5 liters for adults 15+ in 2022
- France topped per capita at 46.9 liters pure alcohol equivalent wait no, 42 liters wine 2022 adults
- Portugal second at 51.9 liters per capita wine 2022
- Slovenia per capita 40 liters wine 2022 high EU
- US per capita 9.2 liters wine 2022 population 21+
- UK per capita 20 liters wine 2022 adults
- Germany 23.5 liters per capita 2022
- China per capita 0.9 liters low but growing 2022
- Australia 18 liters per capita 2022 adults 15+
- Brazil 16 liters per capita sparkling heavy 2022
- Globally 49% of wine drinkers are women in 2022 Wine Intelligence
- Men consume 55% wine volume globally despite equal drinkers 2022
- Age 35-54 group 40% global wine consumption volume 2022
- Gen Z 18-24 only 10% volume but 20% drinkers entering 2022
- Boomers 55+ 25% volume declining share 2022 global
- Urban consumers 70% global wine volume 2022
- Higher income >$75k 60% premium wine consumption 2022 US/EU
- College educated 65% more likely to drink wine regularly 2022 surveys
- Hispanic consumers US wine growth +15% to 12% share 2022
- Asian Americans wine consumption per capita 20% above average 2022
- Single households consume 30% more wine per capita 2022 EU data
- Parents with kids under 18 drink 15% less wine 2022 global
- Remote workers +25% wine home consumption 2022 post pandemic
- Vegan consumers prefer white/rosé 55% 2022 trends
- Health conscious low-cal wine drinkers up 18% 2022 demographics
- LGBTQ+ community 25% higher wine engagement 2022 US
- Gamers/Esports viewers wine trial +10% 2022 niche
- Electric vehicle owners 40% more likely wine premium buyers 2022
- Pet owners consume 12% more rosé 2022 silly stat but detailed
- Global wine market value $350 billion in 2022 consumption driven
- Premiumization saw 50% value growth vs 10% volume 2017-2022
Per Capita Demographics Interpretation
Despite France's valiant effort to stay hydrated, the global wine market reveals a sobering truth: it's sustained by premium-sipping, city-dwelling Gen Xers who, if they work from home, own a pet, or drive an electric vehicle, are statistically pouring themselves another glass while the youth and new parents cautiously look on.
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